It was a time of transformation for the Toronto Centre for the Arts (TCA). Their main stage was being split and the curtain was set to rise on two dramatic new performance spaces. What better time to introduce a new website?
The TCA came to us to update their website in the midst of a mandate change. That mandate change drove the construction of two new theatres and a shift to two new audiences (nonprofits that rent the space, and the people who buy tickets to their events).
Drupal website that showcases the TCA's four distinct theatre spaces to two distinct audiences. By building a bridge between the two spaces, making a connection between the two worlds. And that’s where we perform. The TCA wanted a site to reflect their priorities for their two audiences. We created a digital transformation to complement their physical one.
The Centre has always been a versatile venue, with spaces not just for performances, but also for art shows, receptions and corporate presentations, among other uses. The revamped TCA has four theatres—the George Weston Recital Hall, which is widely recognized as one of the top concert venues in the world; the versatile "black box" design of the Studio Theatre; the inspiring new Greenwin Theatre, with its cutting-edge tension grid system; and the TCA’s literally multifaceted new jewel, the Lyric Theatre—plus the lobby, an upper and lower gallery and a VIP suite.
So how best to showcase these unique spaces? By designing the site to match the theatres, which are all individually branded by layout, fabrics, colours and tones. In essence, we created an online mate to the real-world theatre, allowing potential patrons to experience each space digitally before they visited in person.
We created a website that was easy to use, no matter which audience you were. We made it accessible, and mobile friendly, with clear and simple navigation to get all of the TCA’s audiences where they wanted to be online, in a digital environment that reflects the physical presence of the TCA. And we showcased the Centre and its offerings—using a clear calendar and compelling presentation of upcoming events—to lead visitors to their next step offline, whether that was buying a ticket or booking a theatre space.
The new site resulted in improved client satisfaction and a Horizon Interactive Award.